For Zalando, the launch of an AI-powered discovery feed across the Nordics accelerates the current transition from being a transactional retailer to an entire ecosystem.
— It transforms the shopping journey from the moment customers open the app, enabling them to easily scroll, swipe, and play through content personalised to them in close to real time, Anne Vibe Hansen, Corporate Communications Nordics, explains. It also brings together our most powerful experiences: from curated boards, personalised product recommendations, shoppable video and livestreams to inspirational campaigns and high-quality content from brands, creators, and Zalando — all in one, easy-to-scroll personal feed tailored to our customers’ own interests.
— This is part of our broader ambition to build a pan-European ecosystem for fashion and lifestyle e-commerce, offering relevance at every step of the customer journey so that the experience feels uniquely made for each of our users.
Zalando has utilised machine learning and AI for many years, not least to provide a more personalised consumer experience.
— One of our most impactful applications of AI, Vibe Hansen continues, is our size advice and virtual fitting room technology, which helps customers find the right fit the first time, thereby reducing returns and raising the bar for responsible growth. We have also introduced the Zalando Assistant, a conversational interface powered by generative AI that allows customers to navigate our extensive assortment using their own natural language, much like talking to a personal stylist.
— Beyond the customer-facing experience, our B2B unit, ZEOS, leverages AI-driven data insights to help our brand partners manage their logistics and inventory more efficiently across Europe, ensuring that an ecosystem wins when every player within it grows.
— Our Trend Spotter is an AI-powered feature that analyses actual customer behaviour, such as searches and product likes, across 10 major European fashion capitals to identify emerging fashion and lifestyle trends every week.
— By providing customers with a data-driven snapshot of what styles are gaining popularity before they even peak, we offer a much more inspiring and current product discovery experience. Because this is powered by Zalando’s own localised data, customers can see exactly what is trending both locally and across Europe. Each featured item even comes with an explanation of why it is listed that week, clarifying whether it’s part of a global movement or a specific local trend.
We’re currently experiencing a rise in social commerce. How do you respond to that?
— Traditionally, customers would visit social media for inspiration and e-commerce sites for transactions. We are bridging that gap by creating an immersive experience where customers spend time discovering style, rather than just completing a transaction.
— Younger customers want to be inspired and entertained; great convenience has become a given for them. We know that 70 percent of younger customers make purchasing decisions while seeking inspiration — and 72 percent of this happens online. This is why we heavily invest in inspiration and entertainment on our own platform, for example, with our boards and Zalando Assistant. With experiences like these, we are blending the convenience of e-commerce, the entertainment of social media, the connection of idea-sharing platforms, and the inspiration of editorial content into one experience. It’s not just about making it easier for customers anymore — it’s about making it more engaging, relevant, and personal.
What else are you looking at now, for 2026?
— Uncertainty regarding size and fit remains a persistent hurdle in online retail, but Size & Fit technologies are effectively bridging this gap by helping shoppers make confident decisions. For brands, the benefits are tangible: lower return rates and higher conversion, satisfaction, and loyalty. Because trust is a critical currency for repeat purchases, a perfect fit on the first attempt is essential for long-term success.
— However, the lack of a standardised sizing system remains a challenge, as inconsistent product data across brands and countries makes comparisons difficult. Reliable recommendations require precise data on sales, returns, and measurements; the better the data, the better the recommendation. To unlock the full value of these technologies, the industry must move toward a unified approach — standardising fit data and digitising garments to ensure information is structured, comparable, and fully integrated into the customer journey.
— We’re also doubling down on our men’s offering by announcing a partnership with the entertainer and former athlete, Siim Liivik, as our new ambassador, says Daniela Klaeser, Team Lead Streetwear buying. To mark the partnership’s launch, a striking Nordic campaign, aptly titled ‘The Scandi Fashion Survival Guide,’ has been assembled to capture Siim’s multifaceted personality. Fronted by Siim, the campaign is steeped in self-deprecating humour, celebrating quintessential Nordic quirks by spotlighting recognisable traits. The messaging embraces a distinctly pragmatic and resilient perspective, best encapsulated by the campaign’s key survival mantras: ’never trust the sun. It’s a trap,’ and the practical demand is that ’your outfit should survive both ice and social interaction.’
